Streaming music provider Spotify is looking to move into the mainstream with a new series of TV advertisements. The first campaign kicks off with a spot during NBC's "The Voice." This particular advertisement will feature complementary Wed and social media components to increase engagement.

This advertising campaign likely comes as a result of, at least partly, complaints by major music label executives that Spotify hasn't done enough to expand in the US market. In December, Spotify announced that they have one million paying subscribers in the US. It's worth noting they've only been in the US for a year and a half.

Check out the ads, embedded below, for yourself. Let us know what you think of the ads.